服務業類型、廣告文字訴求與屬性類別對廣告效果的影響

The effects of service types, advertising appeals and attributes on advertising effectiveness

林郁芳(Yu-Fang Lin)

指導教授 ： 練乃華

國立臺灣大學/管理學院/商學研究所/碩士(2008年)

https://doi.org/10.6342/NTU.2008.10373

摘要

由於服務業的無形性(intangibility)，消費者難以在購買前瞭解服務的過程與結果，也缺乏客觀具體的標準來判斷服務的內容與價值，因而提高了顧客的知覺風險。所以應如何藉由適宜的廣告設計方式將無形的服務有形化，是一項重要的研究議題。本研究參考Stafford and Day (1995)的實驗架構並進行變數修改，探討在不同的服務業類型下，平面廣告中廣告訴求方式與屬性類別對廣告效果(廣告態度、品牌態度與購買意願)的影響。
本研究採用實驗設計法，以「服務業類型」、「廣告文字訴求」與「屬性類別」為自變數，分成「歡樂性用途」與「功能性用途」兩種服務業；「感性」與「理性」兩種廣告訴求；「過程屬性」與「結果屬性」兩種類別，共八個實驗組，並以台灣大學管理學院之大學部以及研究所的學生為施測對象，來進行研究。
研究結果指出：
一、在功能性服務業類型下，理性訴求比感性訴求產生較佳的廣告態度與購買意願；而在歡樂性服務業類型下，感性訴求比理性訴求產生較佳的廣告態度、品牌態度與購買意願。
二、在功能性服務業類型下，結果屬性比過程屬性產生較佳的廣告態度、品牌態度與購買意願；而在歡樂性服務業類型下，過程屬性比結果屬性產生較佳的廣告態度、品牌態度與購買意願。
三、在功能性服務業類型下，理性訴求和結果屬性的搭配方式比其他的搭配方式產生較佳的廣告態度、品牌態度與購買意願；而在歡樂性服務業類型下，感性訴求與過程屬性的搭配方式比其他的搭配方式產生較佳的品牌態度。

關鍵字

服務業類型 ； 感性訴求 ； 理性訴求 ； 過程屬性 ； 結果屬性

並列摘要

Because of the intangibility of services, it is diffcult for customers to realize the processes and the outcomes of services. Consumers also do not have objective and tangible standards to evaluate the content and the value of services, so consumers’perceived risk has been increasing. Advertising strategy is an important tool to slove the problems caused by intanginility of service. This thesis explores the potential effects of advertising appeals and attributes in print media on ad effectiveness (including attitude toward ad, attitude toward the brand and patronage intention) for two different service types.
Using college and graduate students at National Taiwan University as respondents, a 2×2× 2 between subject experimental design was conducted. Independent variables were service type (utilitarian versus hedonic service), advertising appeal (rational versus emotional appeal), and attribute (outcome versus process attribute).
The conclusions are as follows：
1.As for utilitarian service, print ad with rational appeal results in higher level of attitude toward the ad and patronage intention. As for hedonic service, print ad with emotional appeal results in higher level of attitude toward the ad, attitude toward the brand and patronage intention.
2.As for utilitarian service, print ad with outcome attribute results in higher level of attitude toward the ad, attitude toward the brand and patronage intention. As for hedonic service, print ad with process attribute results in higher level of attitude toward the ad, attitude toward the brand and patronage intention.
3.As for utilitarian service, print ad with rational appeal and outcome attribute results in greater attitude toward the ad, attitude toward the brand and patronage intention than other combinations. As for hedonic service, print ad with emotional appeal and process attribute results in greater attitude toward the brand than other combinations.

並列關鍵字

Service type ； Emotional appeal ； Rational appeal ； Outcome attribute ； Process attribute

參考文獻

林詩涵 (2004)，「服務業類型、廣告訴求與圖片類型對廣告效果之影響」，台灣大學商學研究所碩士論文。

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